The Charleston Place
Reimagine the identity and experience for an iconic hotel with a new owner and a new vision.
- Art Direction
- Brand Identity
- Brand Positioning
- Web Design
- Web Development
The Charleston Place is an independent, iconic landmark hotel in the heart of Charleston on a mission to nurture the physical, emotional, and spiritual well-being of guests, team, and community.
Collaborating with the team reimagining every inch of the storied brand — from architecture and interior design to dining, events, and service — we emerged with a shared insight that inspired the concept of a giving tree: a literal source of light, growth, and connection, inviting the community in, and wrapping its arms around the city it calls home.
The giving tree infuses every part of the brand experience — from embroidered bed sheets, in-room materials, and uniforms to the way the team connects with guests and the larger community.
The robust website features an intuitive, integrated interface, subtle animations, and vibrant photography that invites an array of users — from intrepid travelers to corporate event managers to effortlessly book a room or a spa service, explore event spaces, browse menus, make reservations, or attend upcoming community events.
Serif and sans serif typography blends old and new. A monogram, seal, and patterns are complemented by hues of gold, cream, celadon, sage, and Charleston green. Textured paper, foil, ribbon, and letterpress details add warm, luxurious detail to an array of in-room and guest materials. A signature green signals new beginnings and a warm welcome to guests.
Reflecting the property’s history and the owner’s vision to create spaces that celebrate humanity, messaging is warm, honest, inspiring, and crafted to captivate and welcome.
Art and photography direction showcases the icon’s fresh approach to the art of hospitality. Warmly lit, simply styled, intimately composed imagery showcases the hotel’s warmth, amenities, elegance, and gracious spirit. Documentary style photography and video of multi-generations capture moments of calm and excitement.